Cine launches Kickstarter campaign to fund digital conversion

Two years ago, some major motion picture studios announced they intended stop making prints of movies on 35mm film in favor of digital projection.

Although the industry has not yet entirely made that switch, Fuji Film and Kodak quit producing motion picture film this year.

In recent years, many theaters replaced their 35mm projectors with digital ones to keep up with the standard. According to the National Association of Theatre Owners, 86 percent of theaters in the U.S. have converted to digital projection. As for the remaining 14 percent, decreasing numbers of available prints make it harder to book showings and locate replacement reels.

For five years, Ciné has felt the unavoidable conversion to digital. But with price tag of about $75,000 to convert each screen, the nonprofit has had difficulty coming up with a way to raise the money.

Today, Ciné launches its Kickstarter campaign with a goal of raising $60,000 through crowdsourcing on the site. However, Ciné hopes to raise $160,000.

“What we’re looking to do is not claim the sky is falling and not let people think the end of the world is near, but let them know the seriousness of which we’re approaching this campaign and the urgency of the deadline we’re giving ...,” said Ciné Executive Director Gabe Wardell.

Fundraising committee Chair Sara Beresford said Ciné’s board has been actively planning the campaign, titled “CinÉvolution,” since January. So far Ciné has raised $48,000 from private donors and other sources.

“I think the help we need from the community is not just the donation part ... but to amplify this with social media. That’s how Kickstarter campaigns are successful,” Beresford said.

Dave Marr, a member of the Athens Film Arts Institute Board, said the community is already sending a message about the value of Ciné.

“I think people in Athens realize that a city like this needs to have an art cinema,” Marr said. “I don’t think that we’re the kind of community we say we are without one.” Today was chosen as the start date for the Kickstarter campaign so it would coincide with Ciné’s Summer Classic Movie Series.

“The reason why we picked (today) for the kickoff for the Kickstarter and the big public phase of this campaign was to reinforce that notion of classic cinema,” Wardell said. “So we’re doing our classic summer film series on 35mm celluloid film, and we embrace that. We treasure that role, and that’s another important aspect of what we’re doing.”

Once Ciné upgrades to digital projection, it intends also keep its 35mm film projector; something other theaters are throwing out, Wardell said.

With both projector types, Wardell said Ciné can increase the number of films it can show.

Wardell said there is something about watching a movie on 35mm film, how it flickers, and even though the war to keep 35mm prints as the main projection source is over, the fight to keep those prints intact shouldn’t end.

“As we strive to preserve the 35mm classic archival experience, the trick is going to be keeping those circulating,” Wardell said.

Donations to the Kickstarter campaign can be made through Ciné’s website, www.athenscine.com.